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Can a publisher survive on programmatic alone?

 

BuzzFeed has been on a mission to diversify away from direct-sold advertising. And nowhere is that more evident than on its new BuzzFeed News site.

 

The publisher has launched a standalone news site that was missing the native ads that still drive a majority of BuzzFeed’s revenue. The only ads on BuzzFeed News’s site are a few display units, which it monetizes through open exchanges…but many observers say it will be hard to monetise the site solely through programmatic advertising, which will add pressure to make money other ways.

 

Buzzfeed ditches native and goes all programmatic for Buzzfeed News

 

 

 

 

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